Rediscovering health: European consumers are focusing on disease management in the wake of COVID-19 COVID-19 has fundamentally changed attitudes and behaviours towards health, with consumers questioning their vulnerability to disease and illness. This concern is not restricted to those associated with more vulnerable demographics (such as the elderly and those with underlying health problems) but society overall. As a result of this, more emphasis is being placed on immune health than ever before, with health goals no longer being aspirational, but instead, reducing the risk of being susceptible to serious problems. Even before the pandemic, consumers were not overly satisfied with their immune health. Many will recognise that dietary habits are not as healthy as they should be, that they do not exercise enough, and that they spend too much time in-doors on digital devices, all of which increase the risk of lifestyle-related health problems. However, the pandemic has resulted in consumers stepping back and re-evaluating their lifestyles. As well as worrying about the risk of the virus, many are also questioning how vulnerable they are to other serious health problems later in life because of current lifestyle traits. As such, many are adopting the notion of healthy ageing and assessing how they can stay fit and active until as late in life as possible. Given that many consumers in Europe believe a third wave of the virus is inevitable (at the time of writing) and that the virus will impact lives for years to come, there will be a continued level of urgency towards maximising health and wellbeing. As consumers look to boost their immune system, functional foods will continue to grow in popularity in Europe. Consumers will be interested in both recognised and new ingredients that offer maximum efficacy when dealing with health solutions. The notion of holistic health also means that many will find products appealing that are positioned around aiding several areas of health simultaneously, such as improving immune health, digestive health, and sleep health. When launching such products, it is crucial that any claims made on products are deemed to be credible and transparent. Strategies such as using branded ingredients and listing scientific evidence behind claims on packaging can help achieve this. After all, consumers are becoming more sceptical towards health and wellness claims in general and believe that brands can make misleading claims to charge a premium price. In a post-pandemic solution, it is crucial that functional products are not deemed to be misleading magic bullet health solutions.
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